This kid's energy captured in this pic reminds me of Gary's rebellious charisma

 

Hey you,

It’s #2.

I FUCKING LOVE GARY VAYNERCHUK!!!

You know, the guy behind the www.winelibrarytv.com and the book “Crush It: Why now is the time to cash in on your passion”. For years I’ve heard this guy’s name and have seen his books in the book stores, seen that’s he’s key note speaking at seminars and finally, today, I experienced him.

The presentation I saw was him rocking the stage at Tony Robbins’ Ultimate Business Growth Mastery seminar and it was RAW and UNCUT. I think Gary cusses just as much as I do and I’ve given you the notes from this speech in full Gary effect. Including his ADD tendency to jump from topic to topic at rapid speed.

It only took me about 10 minutes to realize I wanted to find everything of his related to using online media to kill it and rabidly consume and deploy it.

Maybe you’ll find yourself doing the same if you don’t already…

Gary Vaynerchuk – Turning Your Passion Into a Successful Business

It’s Gary’s belief that if you don’t do your passion, your shit is gonna be OR stay broken.

He calls the internet “The Death of The Gate Keeper… the TV Networks, The Wall Street Journal, The New York Times, Radio Stations, all big media.

Up until about 36 months ago there were a handful of douche bags that decided if you were “good” enough to talk to America. If Gary would’ve pitched these gatekeepers that his idea for a show was for him to sit on his ass and down 4 bottles of wine over 29 minutes,

they would’ve kicked him the fuck out.

But being that the channel he used was online, he got to side step all of “The Gate Keepers” judgment and let you decide. And you, the world, decided that he was worthy of attention, hence Wine library TV’s massive popularity.

Tom Brokaw online had to compete with 3 other channels. It’s fucking ridiculous to think you’re someone special because you can beat out 2 competitors. Now with the ease of doing business online, you have to compete with EVERYBODY. There have been 1,517 wine shows that have sprouted up since Gary has started and he’s kicked every single one of them in the balls… and won!

But he has to hold them off everyday.

“Care” is the greatest business strategy you can have

He flat out says on stage that you can cross out all the other bullshit that Eben and Tony taught you. And then he caught himself because that’s actually what Tony taught. It’s his belief that if you passionately care about a subject you’ll do whatever it takes to make shit happen. On the other hand if you despise working for the IRS, you’ll find all the corners to cut and constantly look for ways to distract yourself from the drudgery of your work which leads to shit results.

What you’re doing when you’re using social media is you’re expanding your reach. We’re all building a brand one way or another and one of the best ways to do this word of mouth. Word of mouth is the game!!!

Online is word of mouth on steroids!!!

Here’s why Twitter is so important…

He feels that if you aren’t using it, you’re dead.

It’s a tool that communicates with the world. It allows your fan base to talk about you.

Content is going in the Free Direction!!!

If you’re selling content, it’s going free. Fuck itunes. Marketers by the dozens are already showing people that they don’t need itunes in order to make money selling their info products/books. Musicians on a large scale, are gonna come to that realization one of these days.

You can always monetize one thing… eyeballs.

Content is free but there is back end way to monetize eyeballs. Info products are dead. Info is being passed around soooo free that you’ve gotta understand what your freemium business models are.

Passion

Passion is the game!!! If you’re pissed that you’re falling asleep, you’re winning. If you not, it’s over. Simple as that.

He believes that even the biggest Garfield the cat fan could get paid $100,000 grand a year, talking about how much the fuckin’ love Garfield and find ways to monetize eyeballs.

Gary gets paid $15,000 to drink wine with people?!? Case in point. If you have a business model that doesn’t make you happy, you need to change it TONIGHT!

You can’t win because you have to work YOUR FUCKING FACE OFF to kill it!!! THERE IS NO SUBSTITUTE!!! That’s the biggest problem that he sees, NOBODY WANTS TO WORK HARD ENOUGH!!!

People wanna do law of attraction and have shit magically appear in their hands. That shit does not happen.

The only way that you’re gonna work 15 hours a day and pay that sacrifice to be away from your loved ones to travel and hustle is if you’re doing something around a subject matter that you live and breathe and die for!!! Period. End of story.

Put up content around this subject matter and I promise things will happen.

7PM to 2 AM is Game Time!!! Maybe 9-2 if you’ve got kids and a family!

STOP WATCHING FUCKING LOST!!!

Talk doesn’t cook rice. Chinese proverb

If you’re not happy or you’re not doing your passion, you have time to do it at night. There’s a site called tumblr that’s the easiest blog platform to use… it’s probably harder to breathe oxygen than to use this.

He’s fuckin’ pissed that we only drink 8 wines in America!!! He wants to change that!

If you’re passionate about something you can make a difference by pumping out content but here’s where people who pump out content make a mistake… THEY CARE ABOUT THE CAMERA!!! And the lighting and all the other bullshit! It means nothing!

It’s the content. Content is King. Marketing is the queen. She runs the household!!!

If you have a business and you didn’t sell something before you were 7 years old, you need a business partner!!!

This is where the artists and creative people fuck up because they don’t know how to monetize their gifts.

Everything you do, from now on, your great grandkids are gonna be able to document and watch. The greatest focus he has is that LEGACY IS GREATER THAN CURRENCY!!!

Nobody is gonna be able to hide. EVERYBODY IS THE MEDIA. The media is being nullified by this. This is the best thing that ever happened to the journalists because content is getting more of the action, more weight, more respect.

The internet is such an obnoxious platform because it’s such a direct to consumer play, that now the content is going to control the show.

Gary, in the early days didn’t have Twitter or Facebook to rely on building his brand. So he just joined the conversation on every wine blog that there was. He didn’t go onto the blog and post a comment saying “Hey come watch Wine library TV,.” He would just leave a comment about the post and let his name, not link, bring people to him.

He worked Wine Library TV everyday for 18 months and nobody gave a shit!!!

Grandma watched, mom watched, some 6 or 7 of his peeps watched.

You see, he would pump out 20 minutes of content a day and that isn’t what built the business!!! It was what he did the other 12-15 hours that built that business… getting dirty and working is the ONLY chance you have. You can’t read about push ups and hope some shit happens… YOU’VE GOTTA DO IT!!!

He is FUCKING PUMPED that so much money (at this time it was $536 million dollars in ad spending) is being pulled away from radio and newspaper and TV and spent on buying ads on properties and brands, sites online.

NBC used to be big shots until they lost Seinfeld and Friends. After they were gone, they lost eyeballs.

EYEBALLS ARE THE NAME OF THE GAME, BUT NOT ALL EYEBALLS ARE CREATED EQUALLY

In every B2B business there’s information that the end consumer wants. Content and information is power and the way you put that out there, the more you put that out there, the more opportunity you have.

If you’re holding onto ANYTHING you’re gonna lose!!!

It’s become obvious to him that everybody is in deep shit!

Anyone who’s in a traditional industry (music, tv, radio, malls, etc.) and are desperately clinging to their model and they tell him, “Well, we don’t really care about the Facebook and the Twitter stuff,”. He tells them that they’re gonna care really fucking fast when they put you out of business.

Here’s a history of this kind of thinking being played out…

Aerial flight is one of that class of problems with which man will never be able to cope. Simon Newcomb, American astronomer (1903)

Everyone acquainted with the subject will recognize it as a conspicuous failure. Henry Morton, President of the Stevens Institute of Technology, on Edison’s incandescent lamp (c.1880)

Heavier-than-air flying machines are impossible. Lord Kelvin, ca. 1895, British mathematician and physicist

I am tired of all this sort of thing called science here … We have spent millions in that sort of thing for the last few years, and it is time it should be stopped. U.S. Senator Simon Cameron, on the Smithsonian Institute (1901)

I must confess that my imagination, in spite even of spurring, refuses to see any sort of submarine doing anything but suffocating its crew and floundering at sea. H.G. Wells, Anticipations (1901)

I think there is a world market for maybe five computers. Thomas Watson, chairman of IBM, 1943.

If God had intended that man should fly, he would have given him wings. Widely attributed to George W. Melville, chief engineer of the U.S. Navy (c. 1900)

Radio has no future. Lord Kelvin, ca. 1897

The abolishment of pain in surgery is a chimera. It is absurd to go on seeking it. . . . Knife and pain are two words in surgery that must forever be associated in the consciousness of the patient. Dr. Alfred Velpeau (1839) French surgeon

There is no need for any individual to have a computer in their home. Ken Olson, 1977, President, Digital Equipment Corp.

Well informed people know it is impossible to transmit the voice over wires and that were it possible to do so, the thing would be of no practical value. Editorial in the Boston Post (1865).

While theoretically and technically television may be feasible, commercially and financially I consider it an impossibility, a development of which we need waste little time dreaming. Lee DeForest, 1926 (American radio pioneer).

Everybody can a competitor to the giants now!!! We’re all competitors.

The brands that mean something today, won’t mean anything tomorrow. Look at how everyone laughed at the emerging trends in the quotes above. They didn’t get the last laugh.

The world is changing very quickly.

Just like ecommerce exploding in 2003, 04, and beyond, the same thing is happening with content now. But it needs to be niched down.

He gives the example of paying attention to what an 18 year old is paying attention to. If you think they’re reading the New York Times or watching cable, you’re out of your mind.

MP3’s were around before the first ipod came out but there wasn’t a product that had come along and made a culture shift yet. What’s gonna happen when you can watch every video blog on your TV the same way you’d watch Lost or Dancing With The Stars ala Google TV?

What’s gonna happen you click on the info channel on your TV and type in “wine” and you get hundreds of listing for content surrounding that topic? This is gonna stretch the eyeballs out. This puts ALL the TV advertising dollars into play.

Do you feel like your end user doesn’t use Facebook or Twitter?

That was exactly what everyone said 12 months ago when studies found that Facebook’s biggest growing user is 45-55 year old women.

All of sudden Dove soap/shampoo is shoving money at Gary!!!

It’s happening. And IT’S ALWAYS GOING TO HAPPEN!!! Technology waits for no one. Culture shifts happen, with or without you.

Parents want to stay in touch with their kids. Grandparents want to see little Sammy. And grandparents are gonna have to learn what this Facebook, ustream and Twitter shit is to stay up to date. Just like their Grandparents did with the “voice through wires thing” called the telephone.

And there is massive opportunity for us in that.

But the only way to take advantage of this is to pay attention AND to work your ass off. So go to mirror and ask yourself, “Do I love this more than anything? and if the answer is no, you’ve gotta change your game.

You’ve gotta. It’s gonna be hard. You think small business is the backbone of this country? Wait’ll you get a dose of micro-small business. You know who’s scared of this? Corporate America. They’re scared because they can see people making $45,000 a year making money from talking about hockey cards or other passions and the ability for people to make money on this micro level, this platform of being a content provider outside of the corporate structure… from their fucking couch.

What if everyone starts making content?

Doesn’t matter because the same people making content are also consuming it. He feels if people start doing what they love, they’re gonna be happy regardless of the outcome.

Q & A:

What do you put on twitter, Facebook or your blog?

For him, it’s about authenticity.

He not only talks about wine. He talks about life, stubbing his toe, about how Captain Crunch is by far the most underrated cereal in the world!!!

You do a video about something you love or that’s important to your space and you put that out there. The thing you need to understand is that Twitter, Facebook and Linked in are all just tools.

You know what Twitter is? A pair of fucking scissors!!! You make the content on your blog and then you use tools like Facebook and Twitter to deliver that message indirectly. Not by spamming the shit out of people.

These tools are basically a way for you enter into communication with the world. If you don’t have a Twitter account, you’re not in the “world”. Not today’s world, but the world that’s coming.

WHO GIVES A SHIT ABOUT TODAY?

Gary’s worried about 7 years from now. If you don’t anticipate what’s coming, you’re dead. It’s like passing a basketball to someone on the move, if you don’t anticipate where they’re going, you’re fucked and you’re gonna miss ‘em and get the ball stolen.

You put out the content and you use Twitter and Facebook to talk about it. But you putting it out there isn’t the game. It’s never about talking, it’s always about listening. The most important site at this time right now is www.search.twitter.com!!!!!

Search.twitter does this… How would you like to have the ability to hear every conversation in the world? You think you could do something with that? THAT’S what search.twitter is!!!

You can search ANYTHING!!! He talked about how tonight he’s gonna get on his red eye flight, turn his computer on and type in wine there and find someone who talks about a wine they had tonight and then follow them and send them an @reply like such… “@charliepan That is a great wine!”

He’s gonna start a conversation. Shake hands. It’s the difference between giving a presentation AND working the room. These tools allow us to work the room on a scale that has never been seen before.

This also ensures that your consumers can take your product/content and spread it. This means that good wins over evil. Word of mouth on steroids. Because if you have bad customer service, it used to be that you’d tell the person giving you bad service that they were a dick and then you’d leave the store and tell your 3 friends.

Now, you tell the 150,000 people following you on Twitter and facebook. THAT’S A GAME CHANGER!

What’s the key to getting more followers on Twitter?

It doesn’t matter how many followers you have. It matters how much they care about you.

He spends 7-10 hours A DAY TALKING TO PEOPLE ON TWITTER!!! @replying them, following them back.

When someone puts out a tweet that says “I think @garyv is douche bag” you know what he does? He apologizes to them because he understands that he has a lot of energy and that he curses and that he may be too east coast and he “Gets it”. But he embraces it and talks to people about it.

KEY QUESTION: How many people are you direct messaging and @replying to on a daily basis?

The guy in the audience said he spent maybe an hour a day doing this. Gary spends 10. Who wins?

This tech stuff is so confusing. Are there cliff notes for how to learn all this stuff?

You don’t need cliff notes. Go to www.search.twitter.com or google.com type in whatever the hell it is you want to know and it’s all there!!!

And you didn’t have to pay for it.

JUST GOOGLE SHIT!!! It’s fucking 2010.

What are steps to getting started?

Get a blog. Not everyone is an extrovert. Some people are saying “Gary, you’re a freakin’ spaz, I don’t wanna be like that!!!”

Maybe video isn’t your thing. Some people have voices that will kill it. If anyone’s ever said that you should be on radio, you should definitely do a podcast audio, or maybe you’re a great writer.

But those are the 3 platforms you can use to communicate. Either you write, or talk or you video tape your subject matter.

You go to this time he was uploading his video’s to www.tubemogul.com and by uploading it once, it shares it with all 40 or whatever, video sites there are out there.

You make your content. Then you go to tumblr.com or wordpress.com and put the content up there and THEN YOU GET TO FUCKING WORK!!! You get in the trenches and if you’re doing a blog about pianos you go to google and search for all the blogs about piano’s and you leave comments on every piano blog. You go to search.twitter and you see people talking about pianos you friend them up. You start getting into the trenches.

Use your content to STORY TELL!!!

This is the same way Walt Disney convinced us that animals talk. Vince McMahon built a billion dollar business around story telling using wrestlers. You tell your story as passionately as you can about your product.

Can you talk about anything besides your business on twitter or FB or your blog?

You shouldn’t always talk about your business.

DO THIS!!! Think about the stuff that you talk about with passion with your friends in real life and make this your content. Key is being who you are on camera or in the written word. You’re trying to amass an audience to monetize against.

So you’ve gotta give them stuff they want. And so it’s balance of putting out content and using these tools to bring people to see what you’re doing.

You’re telling your story and you’re socializing so that people find you out. It’s about schmoozing and not just watching the game. The person that socializes, wins. These tools make it soooo much easier to attract customers than ever before.

Everyone was convinced that Gary wanted to start Wine Library TV to sell more wine. HE DIDN’T.

He wanted to sign the 7 figure book deal. He wanted a television show. He wanted to get paid 5 figures to go speak. He wanted to charge $5,000 and hour to consult. He wanted to get paid $15,000 to go drink wine with people.

PEOPLE FUCKING LOVE REAL!!! 3RD RESULT ON PAGE 1 OF GOOGLE ISN’T REAL!!! FUCKING YOU, IN FRONT OF FLIP CAM IS REAL!!!

When you’re making content you’re giving yourself an at bat at the plate. You may not be able to hit the fast ball but you’re giving yourself a shot. Your guys/gals may not be on Facebook and Twitter today but by becoming a content provider you’re giving yourself a chance to be found.

Your prospects may not use these tools but their kids might and they might bring it to their parents attention. Or the press picks up on by you sending out press release about your video library online in a newspaper or a magazine. You never know how information travels.

He did a tweet about how applesauce was underrated and within an hour he had a person from Motts applesauce wanting him to do an episode of wine library tv featuring their apple sauce. He didn’t do this intentionally.

Gary didn’t go into Wine Library TV trying to sell more wine. He went in looking to create more opportunity for himself.

Parting note…

You’ve gotta make sure that anything you want people to do… sign up, twitter, follow, fb follow is ABOVE THE FOLD. Look at www.garyvaynerchuk.com or www.winelibrarytv.com and you’ll figure out how to lay it out just by looking at it.

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